An exploratory study of buyers’ participation intentions in reputation systems: The relationship quality perspective |
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| Authors: | Qian Huang Robert M. Davison Hefu Liu |
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| Affiliation: | 1. School of Management, University of Science and Technology of China, Jinzhai Road 96, Hefei, Anhui, China;2. Department of Information Systems, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong, China |
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| Abstract: | Drawing upon a relationship quality framework, this study identifies how satisfaction, trust and different styles of handling conflict influence online buyers’ participation intentions in reputation systems associated with a C2C online shopping platform. Furthermore, we investigate how these effects are moderated by social conformity and the perceived value of knowledge. The results of a survey of 269 online buyers indicate that satisfaction, trust and an accommodating conflict handling style positively impact the intention to submit positive ratings, whereas an avoiding conflict handling style negatively affects the intention to submit positive ratings. Implications and suggestions for future research are provided. |
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| Keywords: | Reputation systems Relationship quality Conflict handling styles Social conformity Perceived value of knowledge |
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